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What You See Is What You Get: My Autobiography

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Whilst Lord Sugar undoubtedly deserves his huge success through hard work and perseverance, he's far from modest within the book - rarely crediting others for their help, and often making out other (equally highly successful) individuals to be dummies who are silly for not following his advice. It can be a little grating, and I found myself researching some of the stories Lord Sugar recounts on-line, to find out the alternative point of view. In Alan’s autobiography, he credits his business success to scrutinising the strategies of his rivals, making his products better than others and pandering to the mass market.

Alan also owns an advertising company called Amscreen, a jet charter business, Amsair, and an IT firm, Viglen. He has also had interests in the Labour Party.David Conn (21 December 2000). "Spurs await Enic's vision of glory game". The Independent. Archived from the original on 2 February 2009 . Retrieved 21 January 2011.

In September 2020, it was announced that Sugar will be the new CEO on The Celebrity Apprentice Australia on Australia's Nine Network, replacing former CEO Mark Bouris. [38] [39] Young Apprentice Brash and bold are two adjectives used to describe this ruthless businessman turned TV personality. But Lord Sugar is a self-made man and one of Britain's finest business brains. His story so far is inspirational to the end

Lord Sugar says he will leave the country if Jeremy Corbyn becomes Prime Minister". Yahoo. 12 December 2018 . Retrieved 14 December 2018.

Before the 2016 London mayoral election, Sugar said that he is popular politically, [64] and repeatedly urged the public to not vote for Sadiq Khan. [65] [66] Khan won. [67] His annoyance at being pitched to by business people on acronym overload. I particularly found it amusing because the advertising industry is rife with this. Celebrities' open letter to Scotland – full text and list of signatories". The Guardian. London. 7 August 2014 . Retrieved 26 August 2014.Britain is a country where rich old men who are lords and knights have coats of arms". JohnBoy. December 2011 . Retrieved 4 February 2021. Last, Colleen. "Sir Alan Sugar Speaks". MSN. Archived from the original on 1 April 2007 . Retrieved 27 April 2007.

On 5 April 2018, Sugar published an ode critical of the UK's Labour leader Jeremy Corbyn. [73] [74] Wollaston, Sam (25 March 2009). "Sam Wollaston meets Sir Alan Sugar, star of The Apprentice". The Guardian . Retrieved 10 January 2015. Leigh Holmwood (24 February 2009). "Alan Sugar sues Sun over terror splash". The Guardian. UK. Archived from the original on 27 February 2009 . Retrieved 26 March 2009. McGinty, Stephen (15 February 2008). "Not-so-sweet response to Sugar's 'outdated' remarks on women". The Scotsman. UK . Retrieved 26 May 2009. In September 2012, Sugar appeared as himself in a cameo in the Doctor Who episode " The Power of Three". [43] Sugar's cameo was filmed on the set of The Apprentice.

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Anglesey, Steve (25 November 2019). "Could Brexit Party Michelle Dewberry split the pro-Brexit vote?". The New European . Retrieved 11 December 2019. Established globally as a business mogul, Sugar began fronting BBC’s The Apprentice in 2005, a role which has seen him employ and invest in an aspiring entrepreneur each year since its inception. Known for his iconic ‘you’re fired’ dismissal of contestants, Sugar spearheaded the show to success, leading to the development of a spin off ‘Young Apprentice’ which debuted in 2010. Named number 5 on Richtopia’s 100 Most Influential British Entrepreneurs in 2015, Sugar’s defining contributions to the industry saw him Knighted in the 2000 New Years Honours for services to home computers and electronics. Driven by the desire to inspire, and educate others, Sugar took on an official government neutral political position as Enterprise Champion in 2009 under former Prime Minister Gordon Brown’s request.

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